By Eric R. Elmore, PICPA Vice President, Marketing & Member Experience  

In 1889, Thomas Edison and George Eastman created the film for the Kinetograph, a forerunner to the movie camera. Little did they know the impact film then video would have on world culture and business. The medium has dramatically transformed since the late 19th century. Today, businesses of all types and sizes are engaging in video content marketing because of its relatability to audiences and long shelf life. But getting started is not always easy, especially for smaller firms with limited budgets. Here are six keys to getting started with your own video content marketing campaign.

Have a Vision

Develop a vision and strategy for your video and put it on paper. You must convey the general idea, the process and the road to get there, and the anticipated return on the investment. An example of a high-level vision that a smaller accounting firm may focus on is quarterly reminders for the payments of estimated taxes. Your videos could be one-minute clips featuring the managing partner, principle, or some other person who does well on video. The content could offer reminders of due dates along with a tip or two on preparing for other deadlines. The anticipated return would be more clients becoming aware of the deadlines and making payments on time. It also gets a consistent branding message out to clients at least four times a year.

Choose a Theme and Format

The above scenario uses the theme of reminders, and the format is a one-minute clip. Your firm may choose others, such as instructional videos; explanations of new federal, state, or local tax laws; QuickBooks or PowerPoint updates or presentations, to mention a few. Locking in a theme and format helps brand your firm, so choose a theme and format that aligns with your firm’s culture and character. Also determine a budget to stay within. For your first foray into video, let a smaller budget dictate what you will do. Don’t overreach with your initial efforts.

Camera Crew or Just You?

There are some good videos made with cellphone cameras, and there is a host of great editing and production apps out there. You may feel confident that you are able to do this on your own. However, for the less adventurous marketer, hiring a videographer is a safe alternative. When using a videographer, make sure your budget includes a few edit cycles to ensure you get the product you want.

Get Buy-In

After you’ve developed your vision and have chosen a theme and format, you must sell the idea to firm leadership. Accountants are notably risk-adverse, so have things like your budget and timelines in order. Be prepared to answer all questions. If you plan to outsource, have the team with you to answer the more technical questions. If you are working on your own, produce a mini version of your vision to show them what the outcome could look like.

Determine Your Distribution Campaign

What good is an Oscar-worthy endeavor if no one sees it? Your distribution campaign should be considered just like a motion picture. In fact, this may be the most important part of the process. Create trailers, teasers, and long and short versions. This allows you to take advantage of various social media channels, some of which allow only 60 seconds of video. If you don’t have one already, create a YouTube channel to house your productions and make it easy for those surfing the web to find it. Create a timeline chart with channels such as social media, email, text links, your website, and partner organizations (like the chamber of commerce) that can help distribute your work of art. Track accordingly so you can see how well it is doing.

Respect Billable Hours

Marketers in accounting firms must always be aware of the billable-hour dilemma. Billable hours can sometime hinder what marketers want to do, but you must respect them. Client work must always come first. So, when scheduling filming or requiring time from staff to help develop story lines, do it during slower times. Also, create a special billing code for the project and set a budget for the maximum number of hours so leadership knows what to expect.

Are you ready to let your inner Steven Spielberg loose on the world by putting your firm’s message on video and sharing it globally? As you become more adept at creating videos, there will be other things you must consider. For now, though, these key areas of focus should help you get started. Good luck, and remember to share your masterpiece!

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